How do you explain the mission of an organization that people think they know, but actually don’t?

You bring in an entirely new kind of CEO.

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The Chief Explaining Officer

We enlisted Detroit's own Keegan-Michael Key as The United Way's first-ever Chief Explaining Officer. Playing the role of a well-meaning, if slightly-misguided, United Way volunteer, Key walked audiences through the organization's main missions: the 2-1-1 assistance hotline, community nutritional support, financial planning and youth education programming.